European Athletics & Le Gruyère AOC continue long-term partnership

European Athletics is pleased to announce that Le Gruyère AOC, the well-known cheese from Switzerland, has extended its commitment to athletics on the continent for a further four years until the end of 2016.

Le Gruyère AOChas been an International Partner of European Athletics since 2008. The new four-year contract begins in January 2013 and will incorporate the European Athletics Championships, European Athletics Indoor Championships, SPAR European Cross Country Championships, European Athletics Team Championships, European Athletics Junior Championships and European Athletics U23 Championships.

Hansjörg Wirz, President of European Athletics, said: “We are delighted that Le Gruyère AOCwill continue as our International Partner. We will benefit greatly from the company’s continued support as we address our ambitious plans for athletics in Europe, and we are committed to providing them with an effective platform to promote their product across the continent through television visibility and event promotions.”

Christian Milz, Director General of European Athletics, said, " We are looking forward to continuing our joint activities that help us both to positively shape our image and promote our respective brands. Le Gruyère AOC is a natural and healthy product, which fits perfectly with our brand strategy promoting health and fitness all over Europe."

Le Gruyère AOC Managing Director Philippe Bardet said, “We are very pleased to continue our association with such a popular sport as athletics. Our partnership perfectly represents our marketing strategy of reaching out from children to athletes. We are looking forward to being proactively involved in upcoming European Athletics events with a special goal of strongly supporting the Zurich 2014 European Athletics Championships. Plus we will also maintain our partnership with Swiss Athletics, through the Mille Gruyère, encouraging young athletes to run 1000 metres.

“Our partnership is an excellent way of bringing our product to new markets and giving new consumers the chance to discover Le Gruyère AOC. The promotion of our product during the partnership is very important to us. Spectators at all major European Athletics events will be able to enjoy tastings of our savoury cheese. We will be able to provide degustations of 5-month-old Gruyère AOC and older.”

About Le Gruyère AOC
Le Gruyère AOC Switzerland is a cheese that has been hand-made in a traditional way for many centuries. Made in Western Switzerland, production follows very specific requirements. This submission to the requirements earns the cheese the distinction "Appellation d'Origine Contrôlée" (AOC), which expresses the distinct quality of the product as well as a specified geographical origin, a history and a specific hand-made know-how.

Fans of Le Gruyère AOC will be pleased to learn that its name will soon be protected (from 1 December) in Europe, meaning consumers will only be able to buy the Le Gruyère AOC with its distinguished side marks. This will ensure they are buying the real product.